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Out-of-home roundup

Toronto-based Outdoor Broadcast Network has installed a new collection of digital displays in the Toronto Eaton Centre shopping mall. The displays, which are located in the recently-opened Bay-Dundas Concourse, represent the company’s first interior digital signage. The installation consists of eight 45” liquid crystal displays mounted to the ceiling. According to the company, the screens will reach approximately 150,000 viewers per week. Advertisers will also be able to offer downloadable music or videos to Bluetooth-equipped cell phones and have their ads respond to text messages.

Montreal-based Astral Media Outdoor has introduced a new service called Mobiliti Solutions by which viewers of its out-of-home ads can request additional information via text message. Each ad displays a number to call and a keyword to submit. The consumer will then receive an answering text message specific to that ad. “Mobiliti Solutions means advertisers can extend their advertising campaigns to the palms of their highly mobile clientele’s hands and establish personalized relations with them,” said Luc Sabbatini, chief operating officer at Astral Media Outdoor. The first two advertisers to use the new service are Audiogram and Record company Audiogram is using the system to promote the new album from Ariane Moffatt. Consumers who request the text message receive a code that can be used to download a remixed song and to enter a draw for concert tickets. This promotion is taking place in Montreal, Quebec City, Sherbrooke, Trois-Rivières, Gatineau and Saguenay. Music download service is using the system to distribute codes that allow recipients to download a free song each week for the duration of the campaign.

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